ABOUT

Our London office was tasked with developing a new mindful sonic brand that reflected Legal & General’s desire to offer something more meaningful to its customers.

The brief we received? To embed reassurance at the heart of L&G’s sonic brand. Through ‘inclusive capitalism’, a concept the brand cares deeply about, Legal & General aims to build a better society by investing in long-term assets that benefit everyone.

We were inspired by the ethos that permeates its company culture and thought: “Could we create a sonic brand that also benefits society in some way?” After all, sound is not just a branding tool; it also has a functional purpose: to help improve wellbeing.

Informed by the data we gathered, as well as L&G’s colour palette, its illustration style and use of white space, the sound aesthetic needed to be modern, clear and considered, vibrant but not brash, providing consistency across L&G’s business verticals while strengthening the emotional bond between the brand and the consumers.

To create recognition for L&G’s sonic logo, we wanted the listeners to hear something that mimics the opening in a very subtle way, so we crafted a unique sonic logo that captures the real sound of an umbrella, and brings to life a feeling of reassurance. But we didn’t stop there.

As a brand, L&G needs to speak to many different audiences: that’s why we created a flexible sonic (eco)system that includes a sonic DNA track and various adaptations. This way L&G can cater to a variety of touchpoints – from TV/radio, online content, podcasts, events, to customer care and internal communications.

However, by harnessing the powers of science and wellness, Legal & Generals sonic brand has also evolved into something altogether different and unique. By partnering with Goldsmiths University’s Music, Mind and Brain Lab and leading academics in the field, we also measured implicit psychological reactions to the sound of L&G. Thanks to our partnership with SoundOut, we also tested our compositions to measure to what extent they deliver a sense of calm, reassurance and wellbeing to the listener.

Grounded in science and inspired by the brand colours, we created and tested four different ‘functional music’ tracks to target three different emotional scenarios: Sleep, Focus and Calm.

The tracks are accessible on Spotify and YouTube without restriction, alongside a limited run vinyl release with artwork provided by Superunion.